#ICAN
Overview
Me and a team of gifted students participated in a 3-day hackathon organised by ICA Gruppen, one of Sweden’s largest retail chains. We came up with the idea of a choose-your-story experience for prospective employees to find a role at ICA. I developed the idea, mapped the user journey and scripted, shot and edited a video prototype to showcase the idea.
We won!
I worked with Samira Gomes, Ellen Forsberg, Nico Ruponen, Aimee Dean & Gerardo Gomez on this project.
Getting to the Why
The brief was to attract talent that would otherwise join the likes of Google, Spotify and Facebook. But what would make them choose ICA instead? The first task was to understand what made ICA such a great place to work. After a client presentation and quick brainstorming session, we managed to distill it to a few key factors.
Tapping the Millennial Mindset
On researching the top priorities of the millennial audience, we realised that the ICA spirit was aligned with their demands. Now, it was just a matter of showcasing this in the right way.
Eureka!
With a clear focus question, we brainstormed ideas and developed the concept of an interactive video housed on the ICA site that could showcase the company spirit while simultaneously helping young professionals find the right role within the company. We called it ICAN. The interactive video would not only be able to log responses, but also help candidates apply within the same framework, hence reducing a step in the process.
Pushing the prototype
Even with the extreme time crunch, we had an ambition to create a video prototype. I worked on a simple script, directed my team mates (all excellent actors), shot the entire film on my phone and edited it on my laptop the night before the presentation. We were quite pleased with the result!
Winner Winner, Chicken Dinner
We pitched the idea to senior UI/UX designers and walked away with the win. One of the judges said, “congratulations for making the internet a less boring place”.
Now, that is a compliment!